Luke Evans on BDXY: “All My Own Money, Built From Scratch”

In an industry often characterized by fleeting trends and celebrity endorsements, Welsh actor Luke Evans is determined to carve a distinct path with his clothing line, BDXY. Far from being a mere vanity project, Evans emphasizes that his brand is a deeply personal venture, financed by his own resources and meticulously built from the ground up alongside his partner, architect Fran Tomas. This hands-on approach and commitment to authenticity distinguish BDXY from the typical celebrity-backed fashion label.

Evans articulated his vision to Variety at a recent pop-up holiday event, stating, “A lot of people with a following put their name to a product, but sometimes they don’t do all the work. They’re the face of it, but there’s a whole machine underneath. I didn’t want to do that. We took no finance from anybody — this is all my own money, and we built it from scratch.” This declaration underscores his profound personal investment and the genuine effort behind establishing BDXY as a credible and independently developed brand.

The Foundation of BDXY: Sustainability at Its Core

Operating from its base in Lisbon, where both Evans and Tomas reside for much of the year, BDXY’s foundational ethos revolves around sustainability and creating timeless designs. The brand was conceived with a clear objective: to produce high-quality, durable garments that also minimize environmental impact. This commitment is evident in their material choices and manufacturing processes.

Material Choices and Ethical Production

The pursuit of the “perfect T-shirt” drove much of BDXY’s initial development. Evans humorously acknowledged the seriousness of this goal but emphasized their dedication to creating a premium feel that would last. The brand’s staple pieces, including T-shirts, underwear, and swimwear, predominantly utilize lyocell and organic cotton. These fibers contribute to a production process that Evans estimates to be “around 90% sustainable, maybe more.”

Lyocell, derived from wood pulp, is known for requiring significantly less water and energy during its production compared to conventional cotton, giving BDXY a notable advantage in an industry frequently criticized for its ecological footprint.

Thoughtful Manufacturing and Waste Reduction

The commitment to sustainability extends to BDXY’s manufacturing partnerships. Evans and Tomas dedicated months to researching materials and engaging with potential manufacturers before ultimately collaborating with a small, family-run factory in Porto, Portugal. This partnership was crucial for their mission. Evans recalled, “The first thing I said when we met [the production team] was, ‘We want to do this as sustainably as possible. Can you do that?’ If it was a no, we would have left.”

This factory, with decades of experience passed down through generations, aligns with BDXY’s values, including supporting local businesses as part of a broader sustainability effort. Furthermore, BDXY employs a small-batch manufacturing approach, producing items only as needed and restocking upon selling out. This strategy actively counters overproduction and the associated waste prevalent in the fast-fashion industry.

Design Philosophy: Timelessness and Effortless Style

BDXY’s aesthetic draws inspiration from the “effortless cool of old Hollywood,” channeling the simplicity and iconic style associated with figures like Marlon Brando and James Dean. The brand focuses on creating perfect cuts and timeless pieces designed to feel lived-in and comfortable. To achieve this vintage-inspired softness and look, BDXY employs a special lava wash for its T-shirts and utilizes embedded rather than printed graphics. This process ensures a worn-in feel without compromising the garment’s quality or durability.

The Collaborative Force Behind the Brand

While Luke Evans is the public face of the brand, BDXY is a product of collaborative effort. Fran Tomas manages the operational aspects, handling the business’s intricate details. Longtime friend and stylist Christopher Brown also contributes as co-creative director, bringing a forward-thinking perspective to the designs. This trio collaborates across various time zones, working through group chats and Zoom calls to refine prototypes and develop collections.

Lifestyle Inspiration and Collection Vibe

Evans’ own dynamic lifestyle, which sees him splitting his time across locations like London, Lisbon, Madrid, and Ibiza, profoundly influences BDXY’s sensibility. His appreciation for the outdoors, the beach, and the warmth of solar power has inspired much of the brand’s aesthetic. BDXY’s collections, particularly its relaxed resortwear, are designed to be versatile, suitable for a beachfront setting or a city lunch. The focus remains on comfort, style, ease, and longevity, reflecting a practical approach to fashion that transcends specific occasions.

More Than Just Hype: A Commitment to Authenticity

The brand’s commitment to its philosophy was showcased at its recent Holiday Collection launch at Nobu Hotel Los Cabos. The event, featuring poolside photo shoots and dinners, attracted a diverse group of Hollywood friends and fashion insiders. Guests, including Olivia Holt, Madison Iseman, and Jonathan Bennett, wore BDXY pieces, demonstrating the clothing’s adaptability within a glamorous yet relaxed setting.

Despite the high-profile attendees and sophisticated launch, Evans reiterates that the brand’s core mission remains unchanged. He stated, “We just wanted to make things we love — things that last, that feel good, that don’t harm more than they help. BDXY isn’t about hype. It’s about building something that’s honest.” This statement encapsulates the genuine intention behind BDXY: to create a sustainable, high-quality clothing line that stands apart through its integrity and the hands-on dedication of its founders.